Transmedia sf - presentation for the IABC Jan 16 2013

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/////Building It Together/////

Transcript of Transmedia sf - presentation for the IABC Jan 16 2013

Page 1: Transmedia sf - presentation for the IABC Jan 16 2013

/////Building It Together/////

Page 2: Transmedia sf - presentation for the IABC Jan 16 2013

////Why Transmedia?////

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/////What is Transmedia?////

Transmedia Tools All traditional media Facebook, SN – and new add on

tools – like Social Samba IM, Twitter, email, photo sharing –

Instagram, Chute Internal communications tools –

yammer, Jive, Basecamp Broadcast synch apps – Miso Location awareness and check-in

apps – Foursquare, Yelp, GetGlue UGC AR – and other new techs on the

horizon

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Transmedia is about the

Story

The Audience and the Tools

The medium

and the message

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////What it’s Not ////

Integrated Marketing: Similar foundation, expands

beyond traditional IM campaigns and creates unique

to “media” story enhancements and deployments

Franchising: Like IM, franchises often only focus on

bring an IP across platforms and not creating unique

story focus dependent on device/UX

Gamifcation or SM: Both of these can be essential

elements of a successful TM campaign, but do not

define it

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/////Why Transmedia?////

Source: The New Multi Screen World – Understanding Cross Platform Consumer Behavior, Aug 2012

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////Sequential and Simultaneous Use////

Source: The New Multi Screen World – Understanding Cross Platform Consumer Behavior, Aug 2012

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////Immedia Lab and Transmedia SF////

- Inspires awareness

and affinity

- Improves brand value

and understanding

- Deepens relationships

- Encourages and

promotes NPV

- Drives CONFIDENCE

Engage and Delight Your Customers

on all of their Devices – Wherever, Whenever, However

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////5 P’s of Marketing////

People

Product

Price

Promotion

Place

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Product driven

Maximize the value of

the transaction

Large target market

Single step buying

process, shorter sales

cycle

Brand identity created

through repetition and

imagery

Merchandising and

point of purchase

activities

Emotional buying

decision based on

status, desire, or price

B2C

Relationship driven

Maximize the value of

the relationship

Small, focused target

market

Multi-step buying

process, longer sales

cycle

Brand identity created

on personal

relationship

Educational and

awareness building

activities

Rational buying

decision based on

business - and

personal - value

////Today’s Smart, Well Informed Markets////

B2B

• Product, Brand,

Relationship

• Market segmentation and

narrow casting

• Many people research

everything

• Brand value is a

relationship

• Full spectrum

communications

• Rational, Emotional - pain

and pleasure

P2P

Know, friend and like

your customers

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////Lessons for and from Business to Business////

• Several Customers/Clients to Consider

• Key Decision Makers

• Key Influencers/Gatekeepers

• “No” People/ “Yes” People

CMM

Focus messaging on KDM – but consider

all parties…

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////KDM and Gatekeepers////

B2B – IT Sales (SGI)

• KDM – VP of Production,

CTO, CEO

• Key Influencer – Director,

Line Artist, Developer

• Gatekeeper – CFO ($),

Head of IT (work)

B2C – Breakfast Cereal

• KDM – Mom

• Key Influencer – Kid

• Gatekeeper – Mom or

Dad

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/////CASE STUDIES////

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////Match Factor B2C (with B2B subset) Case Study////

• B2C Social Networking Game

• Connecting and parsing = key

value props

• Playful approach to

connecting, expressing tastes

and defining interests

• Objective: Develop and create

effective channel for MVP to

test business and outline

effective TM strategy

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Consumer Target Audience

Motivators: CONNECTIONS INFLUENCE FRIENDS FUN RECOGNITION

Who are they? • 60% are female

• Between the age of 14 -28

• Mostly single, in a young and carefree life stage

• Belongers – who seeks to connect with others

• They aspire to build their connections and be well regarded

• They are influenced by friends, society and mores

What do they look for in games/brands?

• Connecting with others is primary

• Sharing and revealing themselves is key to their reward

• Entertainment, fun and creating

• Very high involvement across all multimedia experiences

• Will spend time and money to connect with others and be well regarded

Business Indicators:

• Highly connected – 500 friends

• Willing to share personal info – 500 photos

• Distrust marketing, but believe WOM

• Influence others and are influenced by others

Gen I and AO Connected: Connecting via technology is a key part of their lives

Source data: Primary market research, 2012

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Match Factor Identity Customer

•College student, studying to be a nurse, works in the

school nursing office

•Currently single, but would LOVE to be in a

relationship

•Is involved in and wants to be a part of many

different groups

–In a sorority, plays in band, goes to church and has lots of

friends

•Many of her FB profile pics are with friends

•Open about her life, tastes, religion, preferences,

etc

•Likes cloths and fashion - is into the latest styles

but wants to also look unique

•Has very eclectic taste in music, media and books

•Is eager for recognition and attention

•Checks in on FB everyday, texts several times a

day, Skypes with far away family and friends

Jillian Thomas –

friends call her Jilly

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Building a Life for Your Identity Customer

Jilly

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Match Factor Results, Brand Story and TM Plans

Brand Story: Play Match Factor -

Inspire play by showing others

at play.

Messages:

• See How You Match Up

• Meet Your Matches

• Match Your World

TM Strategy

1. Launch on Facebook

2. Tie IM component into play

and rewards – not Twitter

3. Create Mobile variation that

connects to local “matches”

4. Develop UGC tools to improve

K factor and reach

5. Other vehicles – Pinterest,

Instagram, Fancy, Fab

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////Salesforce Storyworld////

Multiple channels and touchpoints of interactions

with their customers and within the company.

Each channel tells a unique story – each product

answers a specific pain in the customer and is also

marketed in a specific way.

The brand narrative envelopes all the separate

offerings into the brand storyworld.

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////Salesforce Storyworld////

Big brand storyworld – connect everything on the

cloud

Brand mascot – whimsical use of their brand story –

no software

Creates a fun object interaction within a company

that is all cloud – no physicality.

Its name is SAASY...

(a nod to the “software as a service...)

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////Salesforce Storyworld////

Massive immersive brand

experience...or

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////Salesforce Storyworld////

• 90,000 registrants at Dreamforce '12

• 800+ sessions at Dreamforce '12

• 350+ partners at Dreamforce '12

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////Salesforce Storyworld////

A space for customers, fans

and the general public to

interact with their brand

identity.

Posters were spread all over

downtown.

Free perks for the whole city in the form of free admission to

luminaries keynotes.

Creating a “cool factor” to their brand narrative

Letting both customers and the average Jane to engage in

this experience be art of a bigger story.

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////Salesforce Storyworld////

All internal and external demo videos

and other interactive marketing tell

engaging stories.

Use of animation and story centric tools

in promoting new tools and software –

both for customers and their own

workforce

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////Salesforce Storyworld////

Use of story to help sell, explain, promote

and keep engaging on the multiple channels,

platforms, touch points of all their audiences

– where ever they may be.

Tell the right story on the right platform

And all the rabbit holes lead to the

bigger brand narrative

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////Transmedia for Brands and Corporations////

Engage and Delight Your Customers – Wherever, Whenever,

However

• Engage, Inspire and Create Confidence

• Understand your customer first – where, when and

how they want to engage

• Develop unique born transmedia user experiences.

Focus on the right screen and right message for the

right audience.

• Set “innovation” budget – ala ad agencies, Disney…